SMX Live: Breaking The Speed Limit: Faster Sites Win!

Jun 5, 2012 - 6:25 pm 1 by

Below is live coverage of the Breaking The Speed Limit: Faster Sites Win! panel from the SMX Advanced conference.

Disclaimer: The coverage is brought to you in real time, using a custom live blogging tool. Feel free to ask questions or leave comments for inclusion into the live coverage. During the live event, live notes will auto-scroll with newest entries at top. After the session is complete the archive version will have the oldest entries at the top. We ask you to please excuse any typos, as these are live notes.

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Barry Schwartz: 2:28:58 pm
Moderator: Vanessa Fox, Contributing Editor, Search Engine Land (@vanessafox)
Q&A Moderator: Christine Churchill, President, KeyRelevance (@keyrelevance)
Speakers:
Jonathon Colman, Internet Marketing Manager, REI (@jcolman)
Jonathan Hochman, Founder and President, Hochman Consultants (@Jehochman)
Tim Mayer, Vice President, Marketing, ShopAtHome.com (@timmayer)
Barry Schwartz: 2:32:33 pm
Starting in a min
Barry Schwartz: 2:33:07 pm
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Barry Schwartz: 2:36:06 pm
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Barry Schwartz: 2:36:26 pm
Jonathon Colman, Internet Marketing Manager, REI (@jcolman) is up first
Barry Schwartz: 2:36:43 pm
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Barry Schwartz: 2:39:19 pm
Site Speed is your Silver Bullet
Barry Schwartz: 2:40:03 pm
Note: To get to the silver bullet, we had to talk about werewolves, love, feelings and body building. Long story.
Barry Schwartz: 2:40:17 pm
Site performance, is the one thing that makes everything better. Conversion to rankings
Barry Schwartz: 2:40:51 pm
Google uses speed as an organic search ranking factor for the top 1% of competitive queries (is that true?)
Barry Schwartz: 2:41:16 pm
Um, I think he confused it, see http://searchengineland.com/google-1-of-searches-affected-by-site-speed-ranking-factors-97570
Barry Schwartz: 2:41:35 pm
40% of customers will abandon any site that takes longer than 3 seconds to load.
Barry Schwartz: 2:42:05 pm
The average fortune 500 company has a site that takes 7 seconds to load
Barry Schwartz: 2:42:17 pm
For every one second of load time, conversion drops by 7%
Barry Schwartz: 2:42:33 pm
For every 1 second of load time, user satisfaction drops by 16%
Barry Schwartz: 2:42:58 pm
A faster site reduces the cost of infrastructure and releases by 50% or more
Barry Schwartz: 2:43:52 pm
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Barry Schwartz: 2:44:05 pm
This goes back to the werewolves thing
Barry Schwartz: 2:44:34 pm
5 Key Steps for optimizing performance:
Barry Schwartz: 2:45:03 pm
(1) Learn: Google and Yahoo have great resources on this
Barry Schwartz: 2:45:31 pm
Also stevesounders.com wrote the book on this
Barry Schwartz: 2:45:50 pm
Firebug, webpagetest, google analytics, google page speed, yahoo yslow are free tools
Barry Schwartz: 2:46:29 pm
(1) Do caching
Barry Schwartz: 2:47:20 pm
(2) Don't dupleicate JavaScript, remove unused CSS
Barry Schwartz: 2:48:21 pm
Use < link > your css and avoid @import
Barry Schwartz: 2:48:46 pm
(3) ...
Barry Schwartz: 2:48:52 pm
(4) Avoid redirects
Barry Schwartz: 2:49:09 pm
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Barry Schwartz: 2:50:32 pm
(5) CSS sprites to reduce HTTP requests (it is one big image, with individual images within the big image
Barry Schwartz: 2:51:52 pm
Best Practices when doing sprites:
- Images load together
- Images have similar color palettes
- Images are PNGS or GIFS
- Images are both small and cachable
Barry Schwartz: 2:52:12 pm
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Barry Schwartz: 2:52:45 pm
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Barry Schwartz: 2:52:51 pm
It was a 60 frame animated all as a CSS sprite
Barry Schwartz: 2:52:58 pm
Results:
Barry Schwartz: 2:53:13 pm
50% decrease in amount of time for Google to crawl a single page
Barry Schwartz: 2:53:27 pm
100% increase in amount of crawling done by GoogleBot
Barry Schwartz: 2:53:46 pm
1.5 seconds saved per page view per customer (saving customers 22 years of time)
Barry Schwartz: 2:54:01 pm
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Barry Schwartz: 2:54:18 pm
Site performance is not just about SEO it is about customer UX
Barry Schwartz: 2:57:08 pm
Next up Tim Mayer, Vice President, Marketing, ShopAtHome.com (@timmayer)
Barry Schwartz: 2:57:22 pm
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Barry Schwartz: 2:57:40 pm
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Barry Schwartz: 2:58:02 pm
Some of the site speed they have done was perceived speed improvements... Kinda like "tricks" he said.
Barry Schwartz: 2:58:33 pm
Back when he was at Yahoo and other search engines they looked at the value of each link, load time, how much it cost, ROI, etc
Barry Schwartz: 2:59:17 pm
What tools do you need to measure?
Barry Schwartz: 2:59:33 pm
(1) A/B Testing tool like Optimizely
Barry Schwartz: 3:01:13 pm
(2) Page Speed Tools
Barry Schwartz: 3:01:32 pm
(3) Eye Tracking, User Attention, Clicks & Scroll tools
Barry Schwartz: 3:01:47 pm
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Barry Schwartz: 3:01:50 pm
CrazyEgg
Barry Schwartz: 3:02:09 pm
(1) Be agressive with the first test to gauge the level of potential lift
Barry Schwartz: 3:03:39 pm
(2) Assign each link (including social buttons) a real or synthetic value to compare buckets
Barry Schwartz: 3:04:28 pm
How fast should your site be? Some people say it should be 2 seconds, some people compare it to competition, some people do the try your best or use site performance graders and go by their scores¿
Barry Schwartz: 3:04:41 pm
Tim said, take this test
Barry Schwartz: 3:04:56 pm
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Barry Schwartz: 3:05:15 pm
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Barry Schwartz: 3:05:38 pm
This is an under used metric but they used in search often... Throw back the header first to make the user feel it is fast
Barry Schwartz: 3:06:04 pm
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Barry Schwartz: 3:06:36 pm
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Barry Schwartz: 3:07:18 pm
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Barry Schwartz: 3:07:52 pm
Case Study: ShopAtHome.com
Barry Schwartz: 3:08:08 pm
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Barry Schwartz: 3:08:49 pm
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Barry Schwartz: 3:09:01 pm
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Barry Schwartz: 3:09:27 pm
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Barry Schwartz: 3:10:28 pm
Next up Jonathan Hochman, Founder and President, Hochman Consultants (@Jehochman)
Barry Schwartz: 3:11:09 pm
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Barry Schwartz: 3:12:10 pm
His test is when he goes into a restaurant he asks for a glass of water and if he doesnt get it fast enough, he leaves - cause it will just be downhill from there
Barry Schwartz: 3:12:29 pm
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Barry Schwartz: 3:14:13 pm
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Barry Schwartz: 3:16:08 pm
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Barry Schwartz: 3:16:23 pm
Wow, that is fast for Dallas location
Barry Schwartz: 3:17:32 pm
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Barry Schwartz: 3:18:15 pm
He used CloudFlare CDN to speed up his site, that is the before and after
Barry Schwartz: 3:18:28 pm
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Barry Schwartz: 3:18:56 pm
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Barry Schwartz: 3:19:14 pm
Complain to your host and it might get faster
Barry Schwartz: 3:19:29 pm
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Barry Schwartz: 3:19:45 pm
Size of your code doesn't matter if it loads faster
Barry Schwartz: 3:20:03 pm
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Barry Schwartz: 3:20:09 pm
6 times more code but loads slower
Barry Schwartz: 3:20:41 pm
CMS & Caching:
- It takes time to run server side scripts, cache the pages on the server
- Caching cuts response times
-
Barry Schwartz: 3:21:40 pm
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Barry Schwartz: 3:22:15 pm
Web Video and Speed:
- Async video impacts page load speed very little
- Streaming large video files from the same server not a good idea
- Wistia is a good option he said
Barry Schwartz: 3:22:53 pm
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Barry Schwartz: 3:23:29 pm
Easy Speed Wins:
- Good Hosting
- Using CDN
- Simplify design
- Cache Plugins for CMS
- Appropriate Use of Async Content
Barry Schwartz: 3:25:25 pm
Q&A and then You&A With Matt Cutts in about 30 minutes from now...
Errioxa: 3:36:29 pm
When we use "Change of Address" in WMT for subdomains?
 

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